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KATHMANDU UNIVERSITY

NEPAL COLLEGE OF MANAGEMENT(NCM)


Bachelor of Business Administration(BBA)
Year: IV Semester: I
Research Methodology
CASE STUDIES
A GROUP PRESENTATION
by
Arjun Verma & Shashwat Parajulee
September, 2014

CONTENTS
Case 1
Scion: The Illustrious Offspring of Toyota
Case 2
Reviving an Ailing Giant
Case 3
Caterpillar: The Pillar of Database Marketing

Scion: The Illustrious Offspring of Toyota


Lets Go Places Go Anywhere

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1. Toyota: A Company Overview


A Japanese automotive manufacturer
headquartered in Toyota, Aichi, Japan.
9,909,440 units of cars produced as of 2012 end
333,498 employees worldwide as of 2012 end
14th largest company in the world by revenue as
of 2012 end.

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2. Management Problem
Smaller market share in Generation Y
Toyota had the image of my parents car

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3. Types of Research Conducted


Toyota began secret research named Genesis
They wanted to find out what features
youngsters wanted in their cars
Find out their buying habits

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4. Key Findings
Youngsters wanted a sporty look
Youngsters perceived Toyota as old fashioned
car
Revealed what Generation Y crowd valued

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5. Managerial Implications
Toyota hired marketing firm ATTIK to promote
their cars
Marketing their cars through live concerts and
events

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6. Outcomes
Three different models of Scion were launched
More than 90% of Scion owners never owned old
Toyota cars
There are many blogs, websites and social
networking sites for information

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Reviving an Ailing Giant

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1. Diamlerchrysler Background
Number three carmaker in the world
In 2013, the Group sold 2.3 million vehicles
Employed a workforce of 275,000 people
Revenue totaled 118 billion
EBIT amounted to 10.8 billion.

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2. Management problem
In 1980s Diamlerchrysler, was fighting for
survival
People had changed choice to a better family
transportation

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3. Types of Research Conducted


Discussion with industry expert.
Focus groups with people having small and
spacious cars

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4. Key Findings
People did not need a workhorse vehicle
People wanted reliable, spacious and convenient
mode of transportation
A minivan met all these characteristics

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5. Managerial Implications
Minivan was introduced in the market before
GM and Fords did
In 2001, Power-operated rear lift gate for its
minivan to aid shorter drivers
In 2002, Dual sliding doors were available in
minivans
In 2003, Pressure-based tires were introduced
for safety

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6. Outcomes
The sales revived again for Diamlerchrysler
Introduction of Minivan was dubbed an
automotive home run for the company
Developed a strong linkage between consumer
problem and the product solution

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Caterpillar: The Pillar of Database


Marketing

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1. Organizational background
Founded in 1925
Caterpillar Inc., is an American corporation
Designs, Manufactures, Markets and Sells
machinery and engines
Sells financial products and insurance to
customers via a worldwide dealer network.
Founders: Daniel Best, Benjamin Holt

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2. Management Problem
Caterpillar had no database
Executives had no information on customers
Executives had no idea why there was downturn
in sales
There were four database in Caterpillar that
were not compatible with one another

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3. Types of Research Conducted


Database marketing experts were hired
Alan Weber and Frank Weyforth to database
marketing veterans, got caterpillar to chip in
money for a project

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4. Key Findings
Database marketing experts came up with idea of
installing database management system

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5. Managerial Implications
Gave laptops to 260 sales force to keep the
customer record
To get the data, team combined the internal
databases
Developed a set a different messages that could
be sent to each customer and prospect
Grouped their customers into 83 heavy-duty
groups and 34 mid-range groups

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6. Outcomes
Had data on 58000 customers and 11000 fleets of
10 trucks or more when they began
Able to signup new 500 conquest fleets
Average of 50-100 engines per fleet at about
$15000 per engine
Approximate sales increased were $500 million
Market share went up by 5%

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Conclusion
Marketing Research can aid any organization if
conducted systematically focusing real problems

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